Brick-and-mortar stores are competing heavily with online retail, and many companies have integrated the two. But with smartphone penetration growing around the globe, the retail industry has a new beast to tame. Half of local searches are now done on mobile devices, with consumers looking for relevant information in their locale.
This presents a challenge, as many retail websites are not mobile-optimized. Consumers may find their site, but the experience on their mobile phones is subpar. Even retailers that have created mobile applications struggle to get enough consumers to download the app for an optimal experience.
This brings us to today’s Tag Mockup: mobile tagging for brick-and-mortar stores. With a Microsoft Tag on products throughout the store, consumers don’t have to search the web or a mobile site for what they’re looking for. (For maximum impact, the retailer could use custom Tags with their logo or other branding.)
In this example, if a consumer is interested in purchasing a kayak, the only thing they have to do is scan the Tag on it to receive a plethora of relevant product information.
The mobile content can come from the retailer’s existing online efforts. They just need to optimize the content for a mobile experience. For this mockup, we picked six items we thought a consumer would want to know when buying a kayak:
- Detailed information about the kayak.
- Reviews from customers who purchased the kayak.
- Additional accessories they might need or want.
- A map (using geolocation) showing places nearby they can paddle the kayak.
- Facebook groups where they can chat with other kayakers.
- Twitter aggregation of other kayakers where they can have real-time conversations to get suggestions, feedback, and tips.
By providing highly relevant information that doesn’t require a search – while the consumer is in the store – the retailer nudges them toward a purchase decision. And with fewer salespeople in stores, this enables customers to be more self-service. For a real-world example of retail tagging, check out our Herbal Essences blog.
Do you see mobile tagging playing a role in brick-and-mortar stores? Are there solutions you think could make this experience better? What about these ideas? Let us know in the comments below or on Tag’s Facebook or Twitter pages.